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Blumin'Warehouse'Social'Media'Strategy'Workshop'
Ge9ng'started'on'Facebook'and'Twi>er'(Yay!)'
Juliane(Siu(@julessiu((
March(27,(2014(
What'is'social'media?'
(noun)(websites(and(applica>ons(used(for(social(networking.(
(Google,)2014)
((
Why'use'Social'Media?'(
(
Social'media'are'great'tools'for'‘markeFng’'yourself'and'your'work(
(• Make(new(friends(by(connec>ng(online,(then(
inEperson!(
• Reach(a(wider(audience(than(just(by(wordEofEmouth(marke>ng(or(pitching(to(agents/
publishers.(
• Build(your(author(plaKorm.(
On'the'other'hand'social'media…'
• Can(be(a(>me(suck(and(can(take(your(
aMen>on(away.(Plan(your(work(ahead!(
• Can(hinder(your(goals(of(building(a(fan(base(due(to(inconsistent(updates(or(engagement.(
• Can(rouse(your(emo>ons(due(to(comments(
and(cri>cism(from(mean(people(>:o(((
Before'you'dive'in,'make'a'plan.'Answer(the(following(ques>ons:((
1. Who(is(your(audience?(
2. What(do(you(want(from(social(media?(
3. How(do(you(want(your(audience(to(respond?(4. Which(plaKorms(should(you(use?(
5. Have(a(plan(for(modera>ng(engagement(and(conversa>ons(on(your(plaKorms?(
)))
)Social)Media)Guidelines,)University)of)Chicago)IT)Services,)2014.(
(
• Connect'with'your'fans'and(build(a(suppor>ve(community.((
• Keep'fans'updated'with(your(happenings:(post(images(and(links(to(other(digital(
plaKorms.(TIP.'images(are(more(popular(that(‘text(
only’(posts.((
• Present'your'porQolio'to(poten>al(agents(and(publishers.(
Use'Facebook'to…'
• Create'a'page'(op>on(found(in(se\ngs)'>(‘Ar>st,(Band(or(Public(Figure(>(choose(category((ar>st(
or(writer)(
• Complete'your'profile;(Include:(• Your(full(name((not(an(alias)(
• Profile(picture(
• About(‘me’(descrip>on(
• Images,(events,(links(to(other(plaKorms(
(blog,(website,(social(media)(etcetera.((
How'to'create'an'author'page'
Useful'Facebook'terms'' • Cover'photo:'The(banner(across(the(top(of(your(
page(and(behind(your(profile(picture.(TIP.'Make(
sure(image(dimensions(are(correct(or(they(will(be(
warped.(
• Apps:(Equivalent(to(binder(dividers(for(your(page.((
• Highlights:'A(post(that(spans(across(both(columns(on(your(page(‘highligh>ng’(it.((
• Boosted'page'post:'A(post(that(reaches(a(broader(audience(so(there’s(a(beMer(chance(that(
people(will(see(it.($$$('''
'Margaret'Atwood’s'author'page'
Cover'photo'
Apps'
News'feed'
Best'pracFces''• Post'content'consistently'• Post'interacFve'and'engaging'content,'e.g.(
ask(ques>ons,(post(simple(pictures,(share(3rd(
party(content.'• Nicely'ask'for'readers'to'share'your'work'but(
not(too(oeen.'
The)Ul@mate)Social)Media)Guide)for)Writers,)www.livehacked.com((
When'to'share'Facebook'posts…'' • PosFng:'Between(9am(and(7pm'• Engagement:'Thursdays(and(Fridays,(then(
Sundays(
• FORGET'ABOUT:(Before(work(and(aeer(dinner(before(bed>me(
How'many'posts?'' • It’s'up'to'you;'~(2(posts(per(day(is(a(good(
number.(
A)scien@fic)guide)to)pos@ng)Tweets,)Facebook)posts,)Emails)and)Blog)posts)at)the)best)@me;)BUFFER)BLOG,)29)August,)2013)
The'legal'stuff'you'should'know''• Facebook’s("Principles”(–(10(priori>es(and(founda>on(on(
which(the(“Statement(of(Rights(and(Responsibili>es”(are(
based.(
• Statement(of(Rights(and(Responsibili>es(–(More(
comprehensive(version(of(the(“Principles.”(Covers(everything(
related(to(interac>on(on(Facebook.(
• Facebook(Pages(Terms(of(Use(–(Crea>ng(a(Facebook(Page?(
Read(and(understand(these(ten(rules(for(content,(conduct(
and(access.(
• Official(Facebook(Privacy(Policy(–(This(regularlyEupdated(
document(outlines(Facebook’s(goals(and(expecta>ons(for(
network(security(and(user(safety.((
Social)Media)Policies,)The)University)of)Chicago,)2014)
• Reach'out'to'a'wide'network(of(tweeters((• Gain'exposure'by'building'relaFonships(
with(wri>ng(and(ar>st(communi>es(
• Share'deals'and'hold(contests(to(give(away(freebies((e.g.(eEbooks)(
Use'Twi>er'to…'
• Complete'informa>on(such(as(your(username,(
profile(picture,(biography(and(a(web(link(to(
your(blog(or(website(
• Search'and'follow'influen>al(twiMer(users,(communi>es,(organiza>ons.(Find(out(what(
they(share.(TIP.'To(organize(all(users(you(follow,(create(lists.(They(can(be(‘public’(or(‘private’(
• Don’t'be'shy,(start(twee>ng!(
How'to'create'a'twi>er'profile'
Useful'Twi>er'terms'' • Tweet:'A(140Echaracter(post(• Timeline:'A(realE>me(feed(of(tweets(
• MenFons:'This(is(how(to(‘talk’(to(other(TwiMer(users(directly.(Men>on(others(using(their(
@username.(
• Retweet'and'Modified'tweet:'Use(‘RT’(in(front(of(a(post(to(indicate(you’re(sharing(someone(else’s(
tweet(or(‘MT’(when(you(want(to(edit(content(
before(pos>ng.(((((
• Hashtag:'A(‘#’(in(front(of(a(word(or(phrase;(organizes(comments(or(conversa>ons(around(
par>cular(topics.((
Margaret'Atwood’s'profile'page'
Profile'picture'
Timeline'Her'photo
s'&'videos'
Username,'bio.'&'link'
Best'pracFces''• Follow'the'80/20'rule.'Share(content(80%(of(
the(>me,(selfEpromote(the(other(20%(of(>me.'• Don’t'autocschedule'every'tweet.'You’re(a(
human(and(not(a(robot,(right?((
• Post'consistently.''• Find'balance'between(twee>ng(too(much(or(
too(liMle.(
• Don’t'be'a'troll.'(
When'to'Tweet…''• Clickcthroughs:'Between'noon(and(6pm(
• Retweets:'Roughly(5pm'• Engagement:'Best(on(weekends(E(Friday,(
Saturday(and(Sunday((
How'many'tweets?''• It’s'up'to'you,'but(no(less(than(3(per(day(and(
no(more(than(one(tweet/2(hours((annoying!)(
A)scien@fic)guide)to)pos@ng)Tweets,)Facebook)posts,)Emails)and)Blog)posts)at)the)best)@me;)BUFFER)BLOG,)29)August,)2013)
The'legal'stuff'you'should'know''• TwiMer(Terms(of(Service(–(All(TwiMer(users/
accounts(are(subject(to(the(terms(outlined(in(this(
document,(which(includes(informa>on(on(
passwords,(privacy,(copyright,(and(your(rights.(
• TwiMer(Privacy(Policy(–(A(complete(guide(to(any(
policies(and(procedures(that(involve(user’s(account(
informa>on.(
)))
Social)Media)Policies)and)the)TwiSer)User)Guide)The)University)of)Chicago,)2014)
Measuring'your'social'media'efforts'
• At(the(most(basic(level,(you(can(measure(
influence(by(the(number(of(followers(and(the(
number(of(‘likes’(you(have.(
• At(the(next(level,(engagement(can(be(
determined(by(engagement(and(clickEthroughs.(
((
Social'media'management'plaQorms'((
• Monitor'all(social(media(ac>vity(of(all(your(
accounts(
• Schedule(future(posts(so(you(don’t(have(to(share(them(in(realE>me(every(few(hours(
• Review(published(posts(• Measure(your(social(media(engagement(using(
built(in(analy>cs(tools(and(reports((
Facebook'insights,'Tweetdeck'for'Twi>er,'Hootsuite'and'Buffer'(
The'most'important'lesson'of'all:''Have'fun!'
ques>ons?(comments?((
connect(with(me(
(@julessiu(
(Juliane(Siu(
email:(julianemsiu@gmail.com(
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